«Antifraud» is an umbrella, not a single product
Under the request «we need antifraud» people often mix payment fraud, ATO, ad fraud, promo abuse, and compliance. Before an RFP, split the domains: what exactly you are protecting — the transaction, the account, the click, or the promo code.
ClikBy — a specialized layer click / ad fraud for marketing. It is logical to add it to a broader stack (payment vendor, SIEM, CRM rules), not to compare it one-to-one with a transaction engine.
7 selection criteria
- 1. Coverage domain. Transaction, identity, advertising, loyalty — does the product match your threat?
- 2. Inhouse vs SaaS. Inhouse — control and integration with the data lake; SaaS — time-to-value and model updates. A hybrid is often optimal for enterprise.
- 3. Latency SLA. For a payment — hundreds of ms; for ad click quality — a different latency profile. Compare apples to apples.
- 4. Explainability. Risk and legal must understand why a rule fired. A black box with no audit trail is a compliance risk.
- 5. False positives. A filter that is too strict cuts revenue. Look for configurable thresholds and an «observe → enforce» mode.
- 6. Integrations. API, webhooks, export to Ads, MMP/CRM linkage — not just a pretty dashboard.
- 7. TCO over 24 months. License + data engineers + false positive cost + opportunity cost of a slow rollout.
When to add ClikBy to the stack
If the performance budget > 0 and you see a gap between clicks in Ads and real leads/sales — you need click quality layer. ClikBy covers smart links, visit scoring, audience segmentation, and sync of signals into ad cabinets.
If the main pain is chargebacks and carding — start with payment antifraud; connect ClikBy at the paid acquisition scale-up stage.
Without extra promises
We do not claim «universal antifraud for the whole business». ClikBy strengthens the marketing contour against ad/click fraud — next to your transaction and identity solutions.
RFP: questions for a click/ad fraud vendor
- Which signals after redirect (not only IP)?
- Is there post-click behavior on the client site?
- Export to Ads / exclusion lists — which platforms?
- Observe mode without blocking live users?
ClikBy: yes on smart links, AI Selena, Audience, Pulse — no on card scoring and chargeback workflow.
